All You Need Is…Luvs?!?

Apparently so.
Here’s the press release is all its marketing-speak glory:

Featuring one of the most familiar songs in music recording history, the new execution, created by Saatchi & Saatchi, marks the first time the Luvs brand has taken traditional diaper television advertising to the next level by bundling it with a highly-recognizable song that moms of all ages know and love. This national ad campaign will be brought to life in a big way and is supported by a 20 percent increase in total marketing budget over last year.
“The song itself was chosen to help create a stronger connection to the Luvs brand and awareness of its core benefit — leakage protection for less,” said Mark Rolland, Saatchi & Saatchi. “The song helps us break through the diaper advertising clutter and simply communicate to moms that Luvs diapers are ‘all you need’ to keep your baby happy with outstanding leakage protection at a value you can’t get with the pricey brands.”

“…break through the diaper advertising clutter”? Sounds like a dirty job, but someone’s gotta do it, I guess…
Here’s the TV spot, featuring a cover version of the anthem of The Summer of Love along with some hot baby-on-bear professional wrestling action.
Man, just when I thought I’d seen it all…
[UPDATE] Now the spot’s on YouTube:

About Dan Goldgeier

Blogging on AdPulp since 2005, Dan Goldgeier is a Seattle-based freelance copywriter with experience at advertising agencies across the U.S. He is a graduate of the Creative Circus ad school, and currently teaches at Seattle's School of Visual Concepts. In addition, he is a regular columnist for Dan published the best of his columns in a book entitled View From The Cheap Seats: A Broader Look at Advertising, Marketing, Branding, Global Politics, Office Politics, Sexual Politics, and Getting Drunk During a Job Interview. Look for it on Amazon in paperback and e-book editions.


  1. Dunno Danny.
    It’s a diaper spot all right.
    Shot better and with some more wit and charm than most diaper spots. The song is nice. And the family is black.
    But it’s still a corny cutesy diaper spot.
    Beatles song or no Beatles song.